Seeing the promise of big digital talent for the toy industry, Australian licensing agency Haven Global has signed on to represent both CKN Toys, the second biggest unboxer on YouTuber, as well as viral hit Baby Shark, in the region.
For CKN (pictured), who has amassed 10 billion views and 11 million subscribers, Haven is going to develop a line of consumer products. The final product range and release dates will be announced at a later time.
Unboxing is having a big moment in the world of CP and linear. CKN’s success is second only to fellow YouTuber Ryan ToysReview, who has 18 million subscribers, as well as his own CP line. All of Ryan’s toy deals are led by California-based media brand pocket.watch, which created the brand Ryan’s World, with Ryan’s parents. The toy line has grown massively since its launch in more than 75 Walmart locations across the US, with pocket.watch recently inking agreements with more than 40 new global licensing partners, including Jada Toys, American Greetings and Zak Designs. Beyond the CP, pocket.watch is producing an unboxing series starring the kid himself to be included as part of Nickelodeon’s new content slate.
In addition to cashing in on the popularity of unboxing channels, Haven is set to ride one of the biggest viral waves there is. The licensing agency partnered with South Korean kids education company Pinkfong to launch a range of consumer products for its musical sensation Baby Shark. Set to launch in Australia and New Zealand, apparel-makers Caprice and Zak have already signed on to create bags, footwear and dinnerware featuring the pastel colored sharks. No release date has been announced for the line of products.
Pinkfong has also signed a number of new toy partnerships for the UK, including deals with with Hasbro, WowWee (to add on to its previous partnership with the Canadian toyco), and Spin Master-owned Cardinal Games. It has also tapped a number of new partners in the region including, Fashion UK (daywear and outerwear), Aykroyd & Sons/TDP Textiles (nightwear, underwear, and swimwear), Character World (bed & bath), William Lamb Group (bags and footwear), Roy Lowe & Sons (socks), Corsair Toiletries (health & beauty), Centum (books), Danilo (greeting cards, gift wrap, and calendar), OTL Technologies (headphones), and SGA Productions (live events).
The new products in the UK come as Sony Music’s Baby Shark CD album became a bestseller in the region in 2018, and toys based on the viral property sold out at retailer Entertainer within days, according to Pinkfong.
The South Korean company has been able to capitalize on Baby Shark’s popularity with a variety of partnerships and deals last year, including landing a number of distribution and co-production partners for a 60-minute Baby Shark film. It also partnered with kids digital library Epic! and signed a licensing deal with Canadian toyco WowWee to develop a line of products launched at toy fairs in Hong Kong, Nuremberg and New York.